Answer that question & it will throw a light on the art of Sales. Value depends on appreciation – on desire – on demand.. Value is something apart from the goods. It has to be created. It is created by salesperson.
Value is in people’s minds. Why do we haggle over a Rs. 5 rise in the price of a cabbage but happily pay Rs. 2000 too much for an article of jewellery? Why do we protest paying Rs. 500 more for a pair of shoes that may last 2 years, when you may pay Rs. 5000 for a boxing match that may last for 25 minutes? Why are people misers when they buy things that are Useful & spendthrifts when they buy things that are Ornamental. Why do people pinch pennies when they buy what they Need & throw away notes when they buy what they Want? Is it not true that cheapness is Mental – that it depends on the Motive in the buyer’s mind & not upon the value of the merchandise? If so, should you not ask yourself – is my merchandise properly Classified?
Cheapness is not a matter of price. It is a matter of thought & feeling in the minds of the buyer.